Nonprofit Organization Development and Analysis (7710-11534) has been canceled for 1/23/19. All other School of Continuing Education classes on 1/23/19 are still scheduled to run. This alert will be updated if any new cancellation information is received.


Building an Integrated Digital Content Strategy

This course provides you with a comprehensive overview and the tools to create a content strategy that works for you and your organization.

Strategic and focused communication is essential and requires an organized, targeted plan. This course teaches you how to develop a content strategy to effectively connect your business and stakeholder goals with your audiences’ needs, wants and expectations.

Key deliverables

Each participant produces a Content Strategy deck for a project of the participant’s choice that includes the four phases of a strategy:

  • Discovery
  • Strategy
  • Execution
  • Maintenance/governance

This deck also includes:

  • Style guide
  • Content inventory/audit
  • Template copy document to match sitemap
  • Other brand elements to help make your strategy successful


This course can be applied to the following certificates:
Digital Marketing Certificate
Managing Digital Content Certificate


Julie Travia

Julie Travia

Julie Travia is an experienced Manager of Digital Content at Aurora Health Care, where she leads a holistic approach to Integrated Content Strategy. Julie cultivated her unique perspective over 16 years in the Marketing, Advertising, Community Service and Healthcare industries. ... read more

Who Should Attend

  • Marketing professionals
  • Communications professionals
  • Designers and writers responsible for managing and/or producing an organization’s digital content

Course Outline/Topics

  • Content strategy – what it is and why you need it
  • Audience/brand personas
  • Content inventory/audit – what it is and why it’s important
  • IA/sitemap/content document templates
  • Style guide
  • Business goals


Professionals in marketing, design, technology, business management and/or relevant field or two or more years of career experience in the same. Beginner to intermediate skills in Microsoft Excel. A solid understanding of marketing concepts.


This is a blended class with curriculum presented both online and in the classroom. The first day is face-to-face followed by the on-line portion of the class. Program fee includes morning and afternoon refreshments, networking breaks, lunches, instructional material and discounted parking.



"Julie Travia was extremely knowledgeable and I was able to take away a lot of really good content to better my professional career and the organization I work for. I emailed my supervisors with new projects and they were excited to see a return on the investment of paying for me to take the class."  —  Cassidy Davis, 2016

"I learned a great deal in a short time span. I can put this knowledge to use immediately which is a great benefit. I
especially like the online portion, which I can fit into my work day. Thank you, Julie!"  —  Terri Blair, 2017

Date: Fri, Mar 8-22

Location: Online and UWM School of Continuing Education

Instructor: Julie Travia


$899 by Fri., Feb. 22.
$924 after Fri., Feb. 22.

CEUs: 1.8

Enrollment Limit: 20

Program Number: 5026-11142

Note: This is a blended course with one face-to-face meeting on Friday, March 8.

Registration Deadline: Fri., Mar. 8

Register Now